Twitter is an amazingly fluid and responsive medium for brands. But understanding when it’s appropriate to join the conversation is the difference between a good brand and a great one, says Katie Byrne.
For the third year in a row, Roy Morgan handed out awards to 24 Kiwi businesses that showed the highest levels of customer satisfaction, when measured against its annual survey of over 12,000 New Zealanders.
I recently read a great article in The Economist about Starbucks’ decision to remove the words ‘Starbucks’ and ‘coffee’ and also the circle around the siren from the logo. As the writer says, there are relatively few brands that are recognised purely by a logo—think Nike, Adidas, Playboy, McDonald’s and Apple. So it’s part of the evolution of a super brand to announce itself as such an integral part of our lives that words are no longer needed. The company now transcends the product itself, which tends to be tied in to the fact that it can now start selling things it wasn’t traditionally associated with. And for Starbucks, this means alcohol and various beverage accessories.